LeoVegas AB rebranding latest acquisition as Rocket X

Swedish online gaming operator LeoVegas AB has announced that it has completed the deal to purchase Alderney-headquartered counterpart Intellectual Property and Software Limited for approximately $90 million and will now be rebranding its latest asset as Rocket X.

Stockholm-based LeoVegas AB declared that the acquisition first announced in January gives it control of numerous United Kingdom-facing online casino domains including SlotBoss.co.uk, Bingos.co.uk, 21.co.uk and BetUK.com and will ‘further strengthen’ its presence in the British iGaming market while also helping it to ‘position as the leading mobile gaming group’.

“LeoVegas hereby announces that all of the conditions have been met and that the acquisition was completed today,” read a March 1 statement from LeoVegas AB, which additionally acquired Newcastle-Upon-Tyne-based marketing services firm Rocket 9 Limited as part of the January deal.

The Swedish operator closed out 2017 by inking an agreement to acquire the firm behind RoyalPanda.com for almost $141.4 million and stated that its brands as well as its own LeoVegas.com domain are to be complemented in ‘larger markets’ such as the United Kingdom by a new ‘local multi-brand strategy’ encompassing the offerings from Rocket X.

“The United Kingdom is such a large and mature market that it warrants working with several brands that attract various types of customers,” read the statement from LeoVegas AB. “Rocket X has a strategy that focuses on digital and data-driven customer acquisition and thereby has one of the market’s most effective customer acquisition models.”